 |
 |
Lorenzo ‘Enchong’ Formoso: Spearheading Duty Free Philippines’ resurgence |
PHILIPPINES. Duty Free Philippines Chief Operating Officer Lorenzo “˜Enchong’ Formoso has been named The Moodie Personality of the Month for May, in association with The Dalmore Single Malt Scotch Whisky.
The Moodie Report Personality of the Month is a regular online feature, supported by leading Highland malt The Dalmore. It aims to recognise those individuals who by their deeds, attitudes and behaviour advance the industry’s cause.
 |
“˜Enchong’ Formoso has been among the driving forces behind the resurgence of the leading Asian travel retailer, which last month marked its 25th anniversary in style, with a major celebration in Manila, plus a special event in Singapore to launch a commemorative book about its history (written by The Moodie Report, see below).
DFP opened its first duty free outlet in the Arrivals area of Ninoy Aquino International Airport on 2 May 1987. It quickly became one of Asia’s biggest travel retailers, with sales peaking at US$355 million in 1995.
Although business slumped during and after the economic crisis in the late 1990s, the state-owned retailer has been reinvigorated under the leadership of Formoso, with sales rising by +16% in 2011 to US$222 million. Formoso has also been a key figure in the retailer’s high profile and hugely successful social media drive, which skilfully embraces Facebook, YouTube and Twitter.
Formoso told The Moodie Report in an interview last year: “We are very deep into cyberspace and the new media, including social networking. So we’re into You Tube, Facebook, Skype and Twitter.”
Last year Duty Free Philippines created a New Media Marketing Department to harness the power of social media, to create new communications lines and to improve customer service. “We needed to speak the language of a new consumer,” Formoso said. “We wanted to capture millions of eyeballs – all in real time – to share everything about Duty Free Philippines, our products and our services.”
As noted, The Moodie Report last month unveiled the digital edition of ‘Duty Free Philippines 25 Years – Aquino to Aquino’, our special coffee table book publication that celebrates the 25th anniversary.
The book chronicles the state-owned retailer’s history and includes extensive interviews with current and previous management, employees and business partners. It also includes welcome messages from Philippines President Benigno S. Aquino III, Department of Tourism Secretary Ramon R. Jimenez Jr and other senior political figures.
In the Publisher’s introduction to ‘Duty Free Philippines 25 Years – Aquino to Aquino’, Martin Moodie notes: “What sets Duty Free Philippines apart from any other travel retailer on the planet is the way it has forged a bond with the emotions of its consumers. As Chief Operating Officer Lorenzo “˜Enchong’ Formoso says so eloquently, “˜We’re proud of being able to make people happy.’
“It’s done that, not just through a unique post-Arrival shopping model, but just as critically through a palpable sense of serving the consumer and the country. Talk to the men and women of Duty Free Philippines as I have during my research for this book and you will hear time and again of the pleasure they get from serving the “˜heroes’ that are the Overseas Filipino Worker and balikbayan sectors.
“You’ll also get a deep sense of family. This is an organisation that was born out of revolution, which has enjoyed the euphoria of success, battled through traumas, and emerged with spirit intact and ambition burning brightly as it celebrates 25 momentous years. All that time, its people have been the collective, beating heart of the Corporation.”
 |
Lorenzo ‘Enchong’ Formoso welcomes guests to a night of celebration at the launch of the anniversary book in Singapore |
 |
[houseAd4]
